Why Are Brand Fonts Important?
Using the right fonts in your logo design, web design, body text, headers, subheadings, social media, and more help shape your brand identity.
What Makes a Perfect Brand Font?
There are a lot of different fonts to choose from and many brands create their own. How do you know if you’ve chosen right? The perfect font for your brand should:
Be unique & memorable
Some of the most iconic brands are recognizable by the fonts in their logo. Think of Google, Disney, and Netflix, and you’re probably picturing a typeface. Your brand fonts can have a similar effect.
Be legible
However, don’t sacrifice readability for looks. No one can remember your brand if they can’t read its name.
Work on every platform
Before you commit to a font, make sure it works on every platform you use from your website builder to your content management system to your social media.
Appeal to your target audience
Just as you wouldn’t choose comic sans for a high-end fashion brand, consider what your product is and who your customers are before you choose a font.
Types of Fonts & Their Personalities
Different fonts convey different moods and personalities. It’s important to choose a font personality that matches your brand personality. The main types of fonts are
- Serif
- Sans Serif
- Slab Serif
- Script
- Handwritten
- Decorative
Serif Fonts
Serif fonts are named for the little feet on the letters. They convey the following traits:
- Classic
- Traditional
- Trustworthy
Time, Vogue, and Tiffany all use Serif fonts.
Popular Serif Fonts
- Times New Roman
- EB Garamond
- Playfair Display
- Baskerville
- Lora
- Merriweather
- Bodoni
Sans Serif Fonts
Sans serif fonts don't have the little feet. They convey the following traits:
- Modern
- Clean
- Minimalist
Facebook, Google, Netflix, and Spotify use sans serif fonts.
Popular Sans Serif Fonts
- Helvetica
- Arial
- Open Sans
- Roboto
- Montserrat
- Avenir
- Proxima Nova
Slab Serif Fonts
Slab serif fonts have bigger, blockier serifs than standard serif fonts. They convey the following traits:
- Bold
- Quirky
- Confident
Volvo, Sony, and Honda use slab serif fonts
Popular Slab Serif Fonts
- Rockwell
- Roboto Slab
- Courier New
- Arvo
Script Fonts
Script fonts are written in cursive. They convey the following traits:
- Elegant
- Unique
Johnson and Johnson, Instagram, Cadillac, and Ford use script fonts.
Popular Script Fonts
- Pacifico
- Allura
- Dancing Script
- Satisfy
Handwritten Fonts
Handwritten fonts, well, look like handwriting. They are not common with bigger companies. They convey the following traits:
- Informal
- Artistic
Popular Handwritten Fonts
- Knewave
- Permanent Marker
- Patrick Hand
- Amatic SC
- Just Another Hand
Decorative Fonts
Fonts that don't fit into any of these categories are called decorative fonts. They convey the following traits:
- Stylized
- Distinctive
- Dramatic
IBM, Disney, and Lego use decorative fonts.
Popular Decorative Fonts
- Fredericka
- Fredoka One
- Lobster Two
- Bangers
Font Pairings That Work
- Serif + Sans Serif
- Sans Serif + Script
- Sans Serif + Sans Serif
Free vs. Paid Fonts
Free Fonts
- Don't always come in all weights
- Most don't offer multi-language support
- Narrow range of glyphs
- Good free fonts can be overused
- They might have poor kerning
Paid Fonts
- Various font weights
- Wide range of glyphs
- Higher in quality than free fonts
- No copyright issue if you pay for them
Brand Fonts Best Practices
- Use Stylish Fonts as Accents
- Choose Fonts That Have Multiple Weights
- Ensure Your Brand Fonts Are Legible
- Create Contrast Between Your Fonts
- Choose Flexible Fonts
How Sav Can Help
Sav is a growing business dedicated to empowering entrepreneurs, startups, and creators to succeed online. Whether you’re buying the perfect custom domain name, choosing the perfect template, perfecting your website, or going live and managing the online presence of your business, we’re with you at every step of building your beautiful website. Start your free trial to get started.
